integrated communication planning / digital platforms
DESCRIPTION
TRANSCRIPT
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THE MAIN 1
JWT HYPER ISLAND MC RETHINK INTEGRATED COMMUNICATIONS!
August 22th – 24th, 2012
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THE MAIN 2
THIS SESSION‘S OBJECTIVE
‣ TO RECONSIDER INTEGRATED COMMUNICATIONS. ‣ DIVE INTO A SET OF DIGITAL MARKETING CHANNELS.
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THE MAIN 3
WHAT ARE YOU GONNA GET OUT OF IT?
‣ BE INSPIRED TO THINK AND CREATE BIG.
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THE MAIN 4
START WITH A FEW THESIS...
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THE MAIN 5
‣ INTEGRATED COMMUNICATION IS NOT ABOUT TELLING THE SAME BRAND STORY IN MULTIPLE CHANNELS ANYMORE.
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THE MAIN 6
‣ BRAND COMMUNICATION IS MORE THAN BRANDING, STORYTELLING, STORY BUILDING AND ENGAGEMENT.
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THE MAIN 7
‣ IT IS ALSO ABOUT DATA, ANALYTICS, AND MECHANICS: IT’S NEW THINKING.
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THE MAIN 8
‣ INTEGRATE SOPHISTICATED STRATEGY, BRAND EXPERIENCE, AND CHANNEL INTERPLAY ALONG THE CONSUMER PATHWAY.
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THE MAIN 9
IT’S A SHIFT IN MINDSET:
INTEGRATED CAMPAIGNING OR INTEGRATED COMMUNICATION PLANNING…
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THE MAIN 10
IT DEMANDS A NEW PERSPECTIVE ON OUR WORK.
AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION ADVOCACY
TVC
Digital
PR
OOH
360° Cam-paigns
SEO /SEM Social Media Online Shop Services Integration
of all disciplines
CRM
BUILDING RELATIONSHIP
Platforms/Apps
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THE MAIN 11
RGA AGENCY: CREATIVE PLATFORMS
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THE MAIN 12
NIKE DIGITAL SPORTS.
‣ BUT IS THIS APPROACH SUCCESSFUL?
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THE MAIN 13
IS THIS A SUCCESS FORMULA?
Activation / Campaign Paid Push + Pull
Media
Platform / Relevant Content Informative
Useful Entertaining Humorous
Social Sustainable
+ X-Factor Buzz / Viral
Recommendations Insights
Data (can be supported)
=
Bought Owned Earned
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THE MAIN 14
LET’S HAVE A LOOK AT SOME INTEGRATED PLATFORM CONCEPTS
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THE MAIN 15
AMEX SMALL BUSINESS SATURDAY.
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THE MAIN 16
‣ Where in the Consumer Pathway would you position the focus of this case? ‣ What kind of supporting channels / stages did you sense watching the case study?
KLM AIRLINES: FACEBOOK SERVICES
AWARENESS INVOLVEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
AMEX: SMALL BUSINESS SATURDAY
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THE MAIN 17
ROCKET INTERNET ZALANDO
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THE MAIN 18
Search Engine Marketing
Affiliation & Retargeting
Couponing
Opinion Leader Inspirations
AWARENESS INVOLVEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
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THE MAIN 19
Free Hotline
Styling Inspiration
Shopping Community (Sales)
Special Promotions
Facebook Community
Newsletter
Free Shipping
100 Days Exchange
1:1 Twitter Service
1:1 Facebook Service
AWARENESS INVOLVEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
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THE MAIN 20
WHAT DO WE NEED TO DO DIFFERENTLY?
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THE MAIN 21
THINK CREATIVE PLATFORMS OR BUSINESS SOLUTIONS AND CAMPAIGNS.
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THE MAIN 22
EXTEND JWT WORLDMADE DISCOVERY?
CONSUMER INSIGHTS
BRAND INSIGHTS
USAGE INSIGHTS
MARKET INSIGHTS
PRODUCT INSIGHTS
FUTURE INSIGHTS
PURCHASE INSIGHTS
CULTURAL INSIGHTS
MEDIA INSIGHTS
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THE MAIN 23
WHO SHOULD BE YOUR PARTNERS?
Media Market
Research Client (Data)
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THE MAIN 24
AWARENESS CONSIDERA-TION
RELEVANT SET 2-3 MODELS
TRIAL 2-3 RETAILERS
CONVERSION 1 MODEL
LOYALTY ADVOCACY
Channels: TV
OOH Online Print
Chrysler Europe Luxury
Segment / Test Drives in luxury hotels.
Channels: Retailer
Channels: Offline 70% Online 30%
Channels: Mailings
Community Retailer
Channels: Online / Social
Media
4 weeks 3 weeks 2 weeks
Time slot to influence a potenial consumer.
It is difficult to influence a potential consumer in these periods.
SKETCH THE CONSUMER PATHWAY.
CAR PURCHASE
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THE MAIN 25
DEFINE THE MOST IMPORTANT WEAKSPOT.
AWARENESS INVOLVEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
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THE MAIN 26
DEFINE SUPPORTING CHANNELS.
AWARENESS INVOLVEMENT ACTIVE
CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP
BUILDING ADVOCACY
Opinion Leaders
Instore Advertising
Video Display Advertising
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THE MAIN 27
LEARN FROM BENCHMARKS I
Procter & Gamble BeingGirl
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THE MAIN 28
LEARN FROM BENCHMARKS I
Johnson & Johnson Babycenter
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THE MAIN 29
AN OVERVIEW OVER SUPPORTING CHANNELS.
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THE MAIN 30
Involvement
Considera- tion
Purchase
Consump -tion
Relationship Building
Advocacy Awareness
‣ Creative Banner Advertising ‣ Contextual, behavioral, and regional
Targeting ‣ Video Advertising (Smartclip) ‣ Online PR / Advertorials, Coops, Weibo,
Bloggers
‣ Microsites, Landingpages ‣ Creative Platforms / Apps ‣ Youku branded channels ‣ Renren Campaigns ‣ Gamification ‣ Co-Creation
‣ SEM -Keyword Advertising ‣ SEO (Search Engine
Optimization) ‣ Product Reviews (Test
Campaigns) ‣ Brand / Content Websites ‣ Price Comparison (dianping)
‣ Making Content available for sharing (Pinterest) Multiplicator Marketing / Blogger ‣ Social Plug Ins ‣ Recommendation Marketing
‣ Social Shopping (Tuangou) ‣ Mobile Payment ‣ Couponing ‣ Shopping Experience ‣ Multichannel Retail ‣ Apps
‣ Social Experiences ‣ Online Services ‣ Live Chat ‣ Mobile Services ‣ Video Tutorials ‣ Other Services
‣ Community Building ‣ Loyalty Programs / Clubs ‣ Bonuses ‣ Retargeting ‣ Near Field Communication
‣ THINK OF (JWT) BENCHMARK CASES WITHIN THESE MARKETING CHANNELS!
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THE MAIN 31
THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 [email protected] http://de.linkedin.com/in/hannesley
Thanks for listening!